Marketing mix and the 4Ps: what it is, how to use it correctly and its importance in advertising

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Marketing mix, for some the bread and butter of their business, for others an unknown and meaningless concept. Let's take a look at the overall issue of marketing mix and how you can use it in your business.

What does marketing mix actually mean?
The marketing mix is ​​a set of tactical tools – product, pricing, distribution and communication policies that allow a company to tailor its offering to the needs of customers in the target market. That’s the classic definition from Philip Kotler and Gary Armstrong’s book Marketing. In other words, the marketing mix includes all the activities that a company does to create demand for its products and services . In order for a customer to buy, it is necessary to offer them the right product at the right price in an accessible way . And to inform them that the product exists .

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Such a marketing mix is ​​basically made up of the 4Ps:
Product – product benefits, brand, packaging, assortment, quality, warranties, brazil phone number list design, manufacturer's image , additional services.
Price – includes not only the price itself, but also costs, various wholesale or retail price lists, discounts, price promotions, refunds, credit options, or payment terms .
Distribution ( Place ) – this includes the entire product journey from the manufacturer to the customer, i.e. sales channels, logistics, modes of transport, availability, intermediaries and brokers, as well as the point of sale itself, whether it is a brick-and-mortar store, a network of sales representatives or an e-shop.
Promotion – covers all tools aimed at making the product known, attracting and informing the customer or building the image of the company and brand. Advertising, Public Relations, sales support, content marketing , influencer marketing , advertising on Facebook and Instagram , PPC advertising , simply general internet marketing , word of mouth, offline advertising, TV advertising, etc.
Measure twice, cut once is the strategy I would personally use to launch any product or service. A well-calculated and prepared marketing mix is, in my opinion, half the battle. I recommend not to underestimate it, setting your strategy according to your feelings could cost you too much money in the end.